Moving the Needle on Your Marketing Efforts
Upcoming SlideShare
Loading in...5
×

Like this? Share it with your network

Share

Moving the Needle on Your Marketing Efforts

  • 1,891 views
Uploaded on

Presented at the Distilled PRO Boston Seminar. I run through things to keep in mind when scaling a team, building a successful marketing program, and adding revenue to your bottom-line.

Presented at the Distilled PRO Boston Seminar. I run through things to keep in mind when scaling a team, building a successful marketing program, and adding revenue to your bottom-line.

  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
  • Great share Joanna! I'll have to keep these in mind when working on scaling my business.

    Gurbaksh Chahal once said to me, ' Pivot if you think it can’t scale.' Which oddly enough is what SEO Moz seems to have done with transitioning from Consulting to Software. Something I think other people should keep in mind.

    Be sure to check out '30 Minute Q&A Session with Gurbaksh Chahal' via: http://forcingfunction.com/business/30-minute-qa-session-with-gurbaksh-chahal-2561
    Are you sure you want to
    Your message goes here
No Downloads

Views

Total Views
1,891
On Slideshare
1,857
From Embeds
34
Number of Embeds
3

Actions

Shares
Downloads
12
Comments
1
Likes
1

Embeds 34

http://www.linkedin.com 18
https://www.linkedin.com 15
http://bigdoor.com 1

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
    No notes for slide

Transcript

  • 1. Moving the NeedleThe process behind finding your momentum Joanna Lord @joannalord Director of Customer Acquisition
  • 2. What the hell does “moving the needle” mean in marketing?
  • 3. Increased retention. Foster relationships. Saved money. Set up processes. Researching new moves.Improved something. Leverage successes for more. Test new channels. Made money. Ramp a channel up. Became more efficient. Launched something. Trained someone. Pause campaigns. All sorts of good stuff. http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html
  • 4. The SEOmoz marketing team’s CURRENT projectshttp:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html
  • 5. Sad truth is: you can’t do them all at once full steam ahead.http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.htmlYeah I know…that math behind this is really complicated
  • 6. http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.htmlSo what can we do? Research and track our investments more effectively.
  • 7. Myhttp:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html goal as a marketer is to never make a decision…That’s what data is for.
  • 8. So you mean going with my gut doesn’t cut it as a process?!? WTF?!?
  • 9. Well it does. But it doesn’t scale.
  • 10. So what does this process look like?Brainstorm Prioritize Action Track http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html
  • 11. Brainstorm the hell out of this.http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html
  • 12. http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.htmlNo need to reinvent the brightly colored marketing graphic wheel
  • 13. Wisemapping.com Mindmeister Bubbl.us Mindomo Xmind.nethttp:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html http://on.mash.to/kPUF0p
  • 14. Personas Customer Value Business ValueTechnical Value Technical Cost Strategic Valuehttp:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html Learn What Buckets Matter to You
  • 15. (Complex)(Quick ‘n dirty)
  • 16. Okay so now I have this beautifully prioritized roadmap… now what?
  • 17. Just get started…
  • 18. #PRO Tip: The part no one ever tells you about…be patient.
  • 19. With that said, have Plan B ready. You should always know the substitute.
  • 20. Track it, track it, track it“The super duper important part”
  • 21. Goal setting. Where do they meet, where do they overlap, how do they differ?
  • 22. Bad assumptions happen in the absence of goal setting
  • 23. Best practice:Cover your ass Repeat after me: Ranges are my friend. Ranges are my friend.
  • 24. How do we track these effectively?As marketers we must embrace multi-touch attribution.
  • 25. It’s freaking hard to understand how all my inbound traffic plays off each other
  • 26. Display buys Paid search marketing Partnership buys Revenue sharesAffiliate marketing LinkedIn ad buys Retargeting Facebook ad buys Not to mention all the paid advertising & performance media stuff….
  • 27. Conference Donations Display buys Sponsorships Paid search marketing Partnership buys TV ads Revenue sharesAffiliate marketing Print collateral Radio ads LinkedIn ad buys Retargeting Facebook ad buys Site sponsorships And then all that offline craziness, I mean really?! #confusing
  • 28. The Halo Effect: When the positive trait or performance of onechannel influences another, causing subsequent or compacted successes. You always suspected this was out there but didn’t know what to call it
  • 29. #mediocre #magical The obligatory funnel comparison slide
  • 30. Okay I’m sold. Attribution can be done! What tools do I use?
  • 31. NEW!! Google Analytics – Multi touch funnel tracking
  • 32. o.m.g
  • 33. Today’s freak out moment:How confident are you in the data you are working off of?
  • 34. More GA Fun:Custom Variables: Leave no room for other opinions
  • 35. More GA Fun:Weighted Sort: Low hanging fruit taste so good #holla
  • 36. More GA Fun:Weighted Sort: Low hanging fruit taste so good #holla
  • 37. Webtrends HasOffersKISSmetricsSeriously friends, others are catching on
  • 38. Whoa hold up.Now I have all of this data in front of me, how do I focus? SQUIRREL!
  • 39. Know the number that matters to YOU today.
  • 40. Improve the conversion rate for the PRO tourImprove the site’s performance Strengthen our CTR for PPC Increase our retargeting share of voice Your tools should change over time.
  • 41. At some point you have to call it.
  • 42. How do you know if you are doing it right? Looks like this:
  • 43. Remember that really scare neon post it slide at the beginning?
  • 44. This process driven approach turns it into something much cooler.
  • 45. Thank you!Questions? Seriously harass me, I love this stuff. Joanna Lord @joannalord Director of Customer Acquisition